Campaign details

Brand: Coca-Cola
Brand owner: Coca-Cola Myanmar
Lead agency: Today Ogilvy & Mather
Country: Myanmar
Industries: Carbonated soft drinks
Media channels: Events & experiential, Online display, Packaging & design, Point-of-purchase, in-store, Radio, Social media, Sponsorship - media, Television
Budget: Up to 500k

Executive summary

International brands returned to Myanmar after sanctions were lifted in 2013, but it was difficult for them to be universally accepted. By the time Coca-Cola returned, local brands had already cemented their relationships with consumers, making Coca-Cola the "David" to local brands' "Goliath".

Coca-Cola needed to genuinely demonstrate its role in Myanmar, as well as its understanding and appreciation for its culture. It took a very important seasonal festival – Thadingyut – and developed a long-term role for Coca-Cola that is faithful to the spirit of the occasion, while also reinforcing Coca-Cola as an international, modern and vibrant brand for all generations.